It heats up really fast, in just a few seconds. It goes very smooth on my hair. My hair is normally very frizzy, I have to run other straighteners through my hair with a few strokes to get the result I wanted, and I still need to put on an anti-frizz hair oil at the end. But with this straightener, just one stroke is enough, my hair becomes very straight, silky and shiny, and I don't even need to put on the anti-frizz hair oil. Love it, definitely worth the investment.

It does the job so quickly and doesn't burn my hair.
I don't know if I can use any other hair iron anymore

Used other ghd iron for years, and i loved it. However this version plays a short music/sound when being turned on, and when heated. May be usefull for some, but I consider it very disturbing if you have little kids who are sleeping at a time u get ready. And there is no way to turn it off. Otherwise the quality is amazing!

I was quite impressed by how quickly I was able to straighten my hair. Most irons I have used took up to 3 passes to fully straighyen my curl. This iron mostly takes 1-2 passes! What use to take me an hour to do, now only takes me 30 minutes!
What I don't like and think it can improve upon, is the fact that there is no indicator to let you know the iron is hot. OUCH! Totally burned myself with the first use checking that.
Warning: Gets extremely hot within seconds of turning it on!

My hairdresser was using one of these, so I purchased this one. I love it. I haven't used my old hair curler in months now.